Get started with Account Based Marketing today! The basics for ABM are those sales processes that are long and complex and involve a lot of stakeholders. The bigger the deal the more change management is needed, and the harder it is for sales to get access to the stakeholders with his or her message.
Rise and fall of Kulula.com, an airline won consumers by different marketing ...
Workshop B2B Marketing Forum 2017: Account Based Marketing - Getting started!
1. EXPERIENCES FROM VENDEMORES +150 FORTUNE
2000 CLIENTS AND HOW WE SET IT UP AT CLIMEON
CARL BERGLUND - HEAD OF SALES (STEEL INDUSTRY) AT CLIMEON
FORMER SALES DIRECTOR/GLOBAL ACCOUNT MANAGER AT VENDEMORE
ABM TO TURN CLIMATE CHANGE AROUND?
carl.berglund@climeon.com
@cberglundABM
2. Climeon
World leader in converting low temperature waste heat into electricity
ABM WORKSHOP
Goals:
1. Determine if ABM is for you…or not
2. If yes…where shall you start?
3. carl.berglund@climeon.com
@cberglundABM
Agenda
Part 1: Is ABM for you?
Part 2: When to use Account Based Marketing?
Part 3: How to get started?
Part 4: Account Based Marketing - Organization and management
Part 5: Messaging and content
Part 6: KPIs
Part 7: How to go from good to great in ABM?
5. carl.berglund@climeon.com
@cberglundABM
Challenge: How do you reach all the people that make or influence the decision?
How many people influence the decision? How many people know of you?
How many people have you met?
How many people know what you stand for? How many people believe you are the best?
How many people will favour you?
LACK OF ACCESS
9. carl.berglund@climeon.com
@cberglundABM
1. How penetrated are your top accounts?
1. % of your products/services they have bought?
2. % of potential users?
3. % of all possible regions/countries
2. What would the difference be (in revenue) if the top accounts
went from buying 20% of our portfolio to 40% (per account)?
Is ABM for you?
15. carl.berglund@climeon.com
@cberglundABM
1. 1-2 top sales people: Who are they in your organization?
2. Which are the top 2-3 offerings that can drive a substantial revenue increase
with the 1-2 top sales people’s top customers?
3. What articles, videos, reference cases, white papers do you have that can help
drive awareness and trust around the additional offerings?
4. How would you blend Account Based…
1. Advertising (Vendemore or similar)
2. Targeted sponsored posts on LinkedIn and/or Twitter and/or Facebook
3. Letters, emails and InMails
How to get started with ABM?
17. carl.berglund@climeon.com
@cberglundABM
Agenda
Part 1: Is ABM for you?
Part 2: When to use Account Based Marketing?
Part 3: How to get started?
Part 4: Account Based Marketing - Organization and management
Part 5: Messaging and content
Part 6: KPIs
Part 7: How to go from good to great in ABM?